Lidl GB has appointed Louise Weise as chief customer officer.
Weise has joined the board of directors to lead the discounter’s customer function. She will primarily be responsible for brand & marketing, loyalty & customer Insight, in-store customer experience and customer care.
She replaces Jassine Ouali, who left to take up the chief customer officer role for Lidl in France last year.
Weise has been promoted from the role of customer director, which she took in 2024. Before that, she was director of promotions, CRM and customer insights.
Weise joined Lidl through its graduate programme in 2010. She has also spent time in Germany, deepening her understanding of global operations and gaining a broad, international perspective on the business, according to Lidl.
Lidl said Weise had the ability to bridge the gap between strategy and day-to-day experiences of customers in-store.
She will take charge of bringing Lidl’s recently launched ‘More to Value’ brand motto to life by demonstrating the positive role the business plays in the lives of shoppers.
“I am thrilled and honoured to step into this role at such a pivotal stage in Lidl GB’s growth,” said Weise.
“As we continue to build momentum, my focus will be on strengthening our customer experience, deepening our brand loyalty and ensuring we deliver our More to Value proposition across every customer interaction.
“We will continue to provide high quality without compromise, by listening to our customers and focusing on what they prioritise in their lives.”
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